Starbucks Marketing Activities

Introduction

The Starbucks story began in 1971. Back then we were a roaster and retailer of whole bean and ground coffee, tea and spices with a single store in Seattle's Pike Place Market. (Starbucks Company Profile, 2012). But it was in 1980's that Starbucks began to grow when Howard Schultz took over the company with the idea of reproduce the Italian espresso bar experience in US by building a personal relationship between consumers and coffee. Within years, they developed from a small, regional business becoming the largest coffeehouse company in the world, with over 18,000 retail stores in 60 countries.

This marketing report covers a detailed audit of the marketing activities at Starbucks, and aims to identify marketing objectives and strategy, its key stakeholders and the marketing mix, as well as its main problem areas, trends and any affected groups. Conclusions and recommendations are to be addressed at the latest stage of the report.

Marketing Objectives

Starbucks Mission Statement is:

"To inspire and nurture the human spirit - one person, one cup and one neighbourhood at a time." (Starbucks Company Profile, 2012).

Marketing objectives are:

* The main marketing objective is its global presence.

* To create a Starbucks experience that attracts people for the coffee, that stays for the atmosphere, and returns for the connection.

* Budget friendly items as well as best environment to enjoyment.

* To work in collaboration an in the same pace with licensed stores and emerging markets.

* To accomplish its environmentally friendly mission statement.

* To raise weekly sales to $20.000 per store.

Marketing Strategy

The Starbucks marketing strategy is not one commonly seen in many businesses today. Did you ever realize that it's rare (if not none) for you to find a Starbucks ad in a billboard, ad space, newspaper or poster in places where you can expect to see advertisements for most other establishments.

They thought real hard about promoting their company, and have decided that Starbucks is more likely to benefit if it employed unconventional strategies that may be unique, but most perfectly matched the concept that the company wanted to portray.

Some of their best strategies are outlined below:

* Perfect Cup of Coffee - Starbucks places a huge emphasis on product quality, satisfying customers with its rich, delicious taste and aroma.

* Third Place - Creating a unique and relaxing "experience" and "atmosphere" for people has been very important for the company as they have realized that this is one of the strongest concepts attached to the company, to which customers have been strongly attracted.

* Customer Satisfaction - From entrance to the store to the very last drop of their coffees, it is a must that customers feel the uniqueness of enjoying their Starbucks coffee experience.

* Starbucks Community - The Starbucks marketing strategy has even expanded to create a community around their brand.

* Smart Partnerships - Starbucks has been known to create strategic partnerships that demonstrate the fact that another way to grow your business is to partner smart.

* Innovation - Through the years, the Starbucks has been known to think up creative and innovative ideas to add to their products or services.

* Brand Marketing - The Starbucks marketing strategy has always focused on "word-of-mouth" advertising and letting the high quality of their products and services speak for themselves.

Key Stakeholders

* Coffee Producers - ethically sourcing the finest coffee beans and improving the lives of people who grow them.

* Partners (employees) - always treat each other with respect and dignity, embracing diversity.

* Customers - fully engaged, to connect with customers.

* Neighbourhood